A “Puttin’ On A Show” Special by Dustin Jarrett
Race track advertising. It seems like a no-brainer. For a reasonable rate, you put an ad in a racing paper. Both fans and drivers see the ad and attend your races. It’s a win-win situation for all parties. Yet, for some reason, many race tracks across the country can’t seem to grasp the concept of advertising and promoting their speedway. For some reason, they just "don't get it."
This special column, the first of a series, will take a look at the various aspects of race track advertising from a wide variety of sources such as drivers, track owners/promoters, PR Directors, editors, and more.
Of course, one of the first questions we have to ask is, “Is there still a need to advertise in racing publications?” Despite internet access at out fingertips, cell phones in nearly everyone’s purse or pocket, and instant messaging just a mouse-click away, most everyone in the racing industry will agree that the print media is still one of the most important form of advertising and the best way to promote your track and upcoming events.
“There’s no doubt advertising helps,” said Todd Turner, editor of National Dirt Digest (NDD), the nation’s biggest and most comprehensive dirt Late Model racing paper. “For one thing, it doesn't take too many people coming to the race to pay off a $200 ad.”
Turner mentioned, while the price of an ad in NDD varies with the ad size, that price shouldn’t matter.
“A contention I have that some people overlook is that advertising makes your track a player in racing. For instance, at National Dirt Digest, we cover dirt Late Models only. So if you have 10 advertisements a year in NDD, fans will immediately recognize your track as one of the top dirt Late Model tracks in the country. That name recognition -- through repeated advertising -- improves a track's cache in racing circles.”
Drivers and promoters agree too that, despite today’s modern means of communications, racing papers are one of the first places they turn to for information on schedule, purses, and starting times.
“Advertising in racing publications is a must for promoters,” pleaded Jesse Wardell. Wardell was a racer-turned-promoter as he took over the reigns of Crooksville, OH’s Midway Speedway in 1999. After 3 years of promoting, Wardell decided to step back behind the wheel, racing at various tracks throughout Ohio.
“I used to advertise in Mid-American Auto Racing News (MAARN), RPM Racing News, and the Dirt-Track Racing Round-Up,” Wardell said. He admitted that, if he was still promoting, he would continue to advertise with those media outlets.
Brian Tidball, Public Relations and Sales Director of Saluda, VA’s Virginia Motor Speedway says that his track advertises in powerhouse racing publications such Area Auto Racing News, National Dirt Digest, RPM Racing News, and Dirt Late Model magazine.
Tidball, also a co-host on the wildly popular internet dirt racing talk-show “Dirt Nation” is arguably one of the nation’s best when it comes to marketing his race track. Tidball admits that he puts an even better twist on the idea of advertising.
“You need to find media outlets that will work with you as an advertising partner. Sell them a billboard or an ad in your track program. Sort of an ‘I do business with you, you do business with me’ type of thing.”
It’s no secret that dirt track racing is struggling in Eastern Kentucky, big time. One of the biggest reason, however, is a lack of marketing and promoting. One track that seems to be the lone exception is Willard Speedway. Ann Mayo handles the marketing and advertising aspects at Willard and pays close attention to the racing papers the fans read.
“We advertise a lot in Mid-American Auto Racing News (MAARN) because we are well aware that this particular publication is the source that is most often read by racers and race fans in our area. If we want a big turnout, we know it's crucial to advertise in MAARN.”
In addition, Mayo, like many others, doesn’t just rely on the racing publications. The internet is a cheap and easy way to get info out about your track.
“People have become accustomed to checking our website for news and results,” Mayo commented. “I know that we change the information regularly during racing season. On the two different message boards, they (fans and drivers) can discuss races they've attended, as well as talk about and help create interest in upcoming events. They love to talk racing and we love to be the subject of their discussions. The internet is a wonderful source of communication because it's free for the business owner, and is a great opportunity to keep Willard Speedway on the minds of racers and race fans.”
Mid-Ohio Valley area Pure Stock driver Kim Santee agreed that message boards are a great way to keep everyone informed of what is happening.
“Message boards are usually right on top of things, especially if it’s a rain-out or something. Also, if other drivers/fans know what’s going on, they are usually good about posting and keeping everyone informed.”
Hanover, IN’s Joey Kramer – the 2003 National Dirt Late Model Rookie of the Year – is another advocate of internet marketing and promoting.
“I think that the message boards and chat rooms like 4m are a great marketing tool, in addition to racing publications, and local newspapers. There are a lot of people that are interested in racing that have never attended an actual event. You know they read local newspapers and browse the web so advertising can spark an interest and get a whole family interested.”
But what is really the best form of advertising? Is it racing publications? Is it local media? Is it the internet? The answer is simple: A mix of all these ingredients can do nothing but help the fan and car count at your track.
Aside from the aforementioned racing publications, Brian Tidball uses local radio stations as well as cable TV to help promote Virginia Motor Speedway.
“Advertising with the local media helps to reach your local market and keeps you involved in the community as a whole. If you're in a small populated area, you need to do as much business as you can locally to keep a good public image that you are a local.”
Dusty Boley agrees with Tidball’s perspective on the “local advertising” angle. Boley is a Street Stock driver at various tracks such as Skyline (OH) Speedway and K-C (OH) Raceway. His parents, who own the Marietta, OH business “Boley Enterprises”, sponsor several different drivers and advertise at different local race tracks.
“Advertising shows support of local events,” Boley claimed. “A lot of local people will support businesses that support the community. For the amount you spend advertising at a track or on a car, it will come back to you from the people who know you support something they enjoy or love.”
“Radio and local newspapers are very good sources, but don’t burn it out though. These areas expand your marketing to all people. It (advertising) brought in people that otherwise wouldn’t have come to my track,” Jesse Wardell stated. Wardell, along with myself, handled the advertising and marketing duties during his stint as promoter at Midway Speedway.
“Advertising is a very hard thing to learn,” Wardell said. “At one point, we budgeted ourselves $1,000 a week in advertising. We did a few different things to try and get feedback from different sources and what worked the best would probably shock you.”
Although Wardell wouldn’t let the cat out of the bag, he, like the others interviewed, admitted to using other sources such as mailing flyers to drivers, fans, and potential sponsors.
“I know of 8 Late Model drivers that came to me and told me they had never been to my track before but received a flyer in the mail and decided to make the trip.”
Dusty Boley agreed that flyers are an inexpensive way to get the attention of fans and drivers.
“What does it cost to print out a hundred or so flyers and go out and hang them up? See, it’s more of a laziness issue if they don't advertise an event with flyers. Of course, nine times out of ten, the tracks are upset when people don't show up.”
Part II of Puttin’ On A Show’s “Race Track Advertising 101”….. COMING SOON!
© Puttin’ On A Show
Race track advertising. It seems like a no-brainer. For a reasonable rate, you put an ad in a racing paper. Both fans and drivers see the ad and attend your races. It’s a win-win situation for all parties. Yet, for some reason, many race tracks across the country can’t seem to grasp the concept of advertising and promoting their speedway. For some reason, they just "don't get it."
This special column, the first of a series, will take a look at the various aspects of race track advertising from a wide variety of sources such as drivers, track owners/promoters, PR Directors, editors, and more.
Of course, one of the first questions we have to ask is, “Is there still a need to advertise in racing publications?” Despite internet access at out fingertips, cell phones in nearly everyone’s purse or pocket, and instant messaging just a mouse-click away, most everyone in the racing industry will agree that the print media is still one of the most important form of advertising and the best way to promote your track and upcoming events.
“There’s no doubt advertising helps,” said Todd Turner, editor of National Dirt Digest (NDD), the nation’s biggest and most comprehensive dirt Late Model racing paper. “For one thing, it doesn't take too many people coming to the race to pay off a $200 ad.”
Turner mentioned, while the price of an ad in NDD varies with the ad size, that price shouldn’t matter.
“A contention I have that some people overlook is that advertising makes your track a player in racing. For instance, at National Dirt Digest, we cover dirt Late Models only. So if you have 10 advertisements a year in NDD, fans will immediately recognize your track as one of the top dirt Late Model tracks in the country. That name recognition -- through repeated advertising -- improves a track's cache in racing circles.”
Drivers and promoters agree too that, despite today’s modern means of communications, racing papers are one of the first places they turn to for information on schedule, purses, and starting times.
“Advertising in racing publications is a must for promoters,” pleaded Jesse Wardell. Wardell was a racer-turned-promoter as he took over the reigns of Crooksville, OH’s Midway Speedway in 1999. After 3 years of promoting, Wardell decided to step back behind the wheel, racing at various tracks throughout Ohio.
“I used to advertise in Mid-American Auto Racing News (MAARN), RPM Racing News, and the Dirt-Track Racing Round-Up,” Wardell said. He admitted that, if he was still promoting, he would continue to advertise with those media outlets.
Brian Tidball, Public Relations and Sales Director of Saluda, VA’s Virginia Motor Speedway says that his track advertises in powerhouse racing publications such Area Auto Racing News, National Dirt Digest, RPM Racing News, and Dirt Late Model magazine.
Tidball, also a co-host on the wildly popular internet dirt racing talk-show “Dirt Nation” is arguably one of the nation’s best when it comes to marketing his race track. Tidball admits that he puts an even better twist on the idea of advertising.
“You need to find media outlets that will work with you as an advertising partner. Sell them a billboard or an ad in your track program. Sort of an ‘I do business with you, you do business with me’ type of thing.”
It’s no secret that dirt track racing is struggling in Eastern Kentucky, big time. One of the biggest reason, however, is a lack of marketing and promoting. One track that seems to be the lone exception is Willard Speedway. Ann Mayo handles the marketing and advertising aspects at Willard and pays close attention to the racing papers the fans read.
“We advertise a lot in Mid-American Auto Racing News (MAARN) because we are well aware that this particular publication is the source that is most often read by racers and race fans in our area. If we want a big turnout, we know it's crucial to advertise in MAARN.”
In addition, Mayo, like many others, doesn’t just rely on the racing publications. The internet is a cheap and easy way to get info out about your track.
“People have become accustomed to checking our website for news and results,” Mayo commented. “I know that we change the information regularly during racing season. On the two different message boards, they (fans and drivers) can discuss races they've attended, as well as talk about and help create interest in upcoming events. They love to talk racing and we love to be the subject of their discussions. The internet is a wonderful source of communication because it's free for the business owner, and is a great opportunity to keep Willard Speedway on the minds of racers and race fans.”
Mid-Ohio Valley area Pure Stock driver Kim Santee agreed that message boards are a great way to keep everyone informed of what is happening.
“Message boards are usually right on top of things, especially if it’s a rain-out or something. Also, if other drivers/fans know what’s going on, they are usually good about posting and keeping everyone informed.”
Hanover, IN’s Joey Kramer – the 2003 National Dirt Late Model Rookie of the Year – is another advocate of internet marketing and promoting.
“I think that the message boards and chat rooms like 4m are a great marketing tool, in addition to racing publications, and local newspapers. There are a lot of people that are interested in racing that have never attended an actual event. You know they read local newspapers and browse the web so advertising can spark an interest and get a whole family interested.”
But what is really the best form of advertising? Is it racing publications? Is it local media? Is it the internet? The answer is simple: A mix of all these ingredients can do nothing but help the fan and car count at your track.
Aside from the aforementioned racing publications, Brian Tidball uses local radio stations as well as cable TV to help promote Virginia Motor Speedway.
“Advertising with the local media helps to reach your local market and keeps you involved in the community as a whole. If you're in a small populated area, you need to do as much business as you can locally to keep a good public image that you are a local.”
Dusty Boley agrees with Tidball’s perspective on the “local advertising” angle. Boley is a Street Stock driver at various tracks such as Skyline (OH) Speedway and K-C (OH) Raceway. His parents, who own the Marietta, OH business “Boley Enterprises”, sponsor several different drivers and advertise at different local race tracks.
“Advertising shows support of local events,” Boley claimed. “A lot of local people will support businesses that support the community. For the amount you spend advertising at a track or on a car, it will come back to you from the people who know you support something they enjoy or love.”
“Radio and local newspapers are very good sources, but don’t burn it out though. These areas expand your marketing to all people. It (advertising) brought in people that otherwise wouldn’t have come to my track,” Jesse Wardell stated. Wardell, along with myself, handled the advertising and marketing duties during his stint as promoter at Midway Speedway.
“Advertising is a very hard thing to learn,” Wardell said. “At one point, we budgeted ourselves $1,000 a week in advertising. We did a few different things to try and get feedback from different sources and what worked the best would probably shock you.”
Although Wardell wouldn’t let the cat out of the bag, he, like the others interviewed, admitted to using other sources such as mailing flyers to drivers, fans, and potential sponsors.
“I know of 8 Late Model drivers that came to me and told me they had never been to my track before but received a flyer in the mail and decided to make the trip.”
Dusty Boley agreed that flyers are an inexpensive way to get the attention of fans and drivers.
“What does it cost to print out a hundred or so flyers and go out and hang them up? See, it’s more of a laziness issue if they don't advertise an event with flyers. Of course, nine times out of ten, the tracks are upset when people don't show up.”
Part II of Puttin’ On A Show’s “Race Track Advertising 101”….. COMING SOON!
© Puttin’ On A Show
